Marketing

What is the new role of the marketer in increasingly complex ecosystems?

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Our theme for the sixth edition of the C2 Montréal international business conference is Ecosystems. Throughout this new leg in our journey at the confluence of commerce and creativity, we will contemplate the complex networks and interconnected systems we are part of, and embark on an in-depth exploration of the trends and transformations that are having a growing impact on business and on our hyperconnected world. In particular, we will be diving into five intertwined networks of content: Talent, Marketing, Entertainment,Citiesand Moonshots.

Here are a few ideas and reading (and watching) suggestions to get the conversation started about Marketing.

What is the new role of the marketer in increasingly complex ecosystems?

Getting the customer’s attention is no longer enough: they have gotten too good at blocking the noise. Broader social and economic issues are impacting not only business strategy, but fundamentally shifting consumers’ views of brands and the role they play in society. Marketers can no longer be focused simply on selling products and services. They must broaden the prism they use to define consumers and speak to them as citizens: it’s no longer about creating messages for the masses, but about creating messages with meaning. This also means that marketers must keep seeking that “big creative idea” and stop waiting on the next tech gadget or social media platform to solve all woes.

At a time when the reliance on predictive data and algorithms rises and becomes more ubiquitous, and consumers are less trusting of traditional marketing, we will hear from those who found their own big idea and try new ways to reach and engage today’s empowered consumer.

These reflections will evolve in the next weeks and months. As we share them with you today, they are destined to take on a life of their own. What have we missed? How would you like this conversation to unfold? Who absolutely needs to be a part of it?